Charlie drew inspiration for his first logo from the Williams family crest. Perched atop that crest was a chough (pronounced “chuff”), a member of the crow family. Featuring black plumage and a red beak, the bird’s head made a good conversation starter. ”Is it a pen?” “Is it an umbrella?” And doors opened for Williams Company.

When New Zealand native Gerry Randall became Charlie's business partner, the name changed to WilliamsRandall Marketing Communications. And with the kiwi being the well-known bird of New Zealand, it was perfect to combine two beaks to represent the blending of the two new partners. The reddish orange represented Williams, while the black represented Randall. As you can see, it was also clear we were in the marketing communications business to stay, so we added the descriptor to the name.

The times they were a-changin’, and email addresses were making everyone want to use lower-case letters. That and we were moving to a new office so we needed new signage, anyway. So with this iteration (which some thought looked like a fox), the names were still butted up against each other and the beaks now intersected instead of merely crossing each other. A subtle change, but something that indicated that everything we do is integrated.

While we have always been focused on creative that sells, we cemented that notion with the adoption of the term “Left-Brain Creativity.” This means that we provide clients with creative work that is tested and measured and improved for maximum performance. To represent LBC, our next logo was a divided oval to represent the left and right sides of the brain.

Our 40th anniversary year found us simplifying the logo even more: one color and one continuous line to create the crossed beaks, indicating the seamless relationship among all our departments.